Motivations for Tourism Adoption by Vineyards Worldwide: a Literature Review M.C
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BIO Web of Conferences 12, 03005 (2019) https://doi.org/10.1051/bioconf/20191203005 41st World Congress of Vine and Wine Motivations for tourism adoption by vineyards worldwide: A literature review M.C. Borges and D.C. de Menezes Federal University of Rio Grande do Sul - Av. Bento Gonc¸alves, 7712 Porto Alegre, Brazil Abstract. Wine tourism has been increasingly implemented by wineries in several countries around the world. This article aims at identifying the motivations for wine tourism adoption by wineries around the world through a narrative bibliographic review. This paper includes an analysis of articles related to the subject taken from the Web of Science database. In this article, we identified the objectives, methods, and conclusions reached by authors, who researched wine tourism. The bibliographic survey based on the keywords “wine” and “tourism”, resulted, after refining it by reading titles and abstracts, in 20 articles. The results show that most wineries in the studied sample adopt wine tourism as a strategy to achieve marketing-related benefits. Also, some wineries are motivated by the competitive advantage, economic development and increasing demand for such service. It is concluded that wineries are increasingly seeking to adapt to current consumer demands. From the perception of the importance of service experience offered to the consumer, mainly in the product sale. 1. Introduction justifying and better understanding the dimensions of the emerging subfield [6]. The wine sector is being studied under different Due to competitiveness, some products such as still and perspectives in the academic world; however, concerning sparkling wine were associated with specific territories, the tourism perspective an interest for further studies on with regional brands and certification of origin. Some this subject awakened as of the year 2000 [1]. Every year, regions organized themselves into productive clusters millions of tourists travel to Europe and other wine regions and specialized in particular products based on this such as Australia, New Zealand, the United States, South structure [7]. The concept of wine tourism, even today, Africa and Latin America [2]. is not uniform, due to the many approaches to defining Tourism is an activity that has stood out in recent it. When based on the marketing approach, most of the decades because it is a product that can only be consumed definitions are set on motivations and experiences related on the spot, and has been considered necessary in the to wine potentials and tourists [6]. Also, wine tourism can local development of the regions in which it occurs [3]. also be considered as the visit of vineyards, wineries, wine Segmented tourism emerges alongside the development of festivals or grape shows in which the primary motivation new proposals and destinations, in which wine tourism is for tourists is related to wine tasting and the attributes of a found (enotourism). Wine tourism is characterized by the wine region [8]. delocalization motivated by the interest in getting to know Taking other elements into consideration wine tourism wine-producing regions [4]. can be: [....] segment of the tourist phenomenon, which In European countries, considered “the old world” involves the movement of people, motivated by the when it comes to wine, the relationship between tourism organoleptic properties and by the whole context of wine and the beverage is already considered a tradition. These tasting and production, as well as the appreciation of countries perceived that the association between these two traditions, culture, gastronomy, landscapes and the typical chains showed potential regarding economic and social characteristics of the regions producing grapes and wines. development as well as wine heritage [5] and added It is a phenomenon endowed with subjectivity, whose main value to enable new consumer experiences. Thus, this substance is the encounter with those who produce grapes study proposes to answer the following question: Why and wines [9]. do winemakers adopt wine tourism? This question arises Still, on the existing theories within wine tourism, the from the fact that winemakers are increasingly investing different perceptions related to wine tourists’ motivations in tourism, but it is essential to know their motivations for are noteworthy. If on the one hand there are those this adoption. who defend that its primary motivation is the wine, its tasting, celebrations, and grape growing [8]. On the other hand, Johnson (1988) apud [8], infers that the particular 2. Theoretical background landscape of the vineyards and the search for leisure Wine tourism had its first research phase in the 1990s through wine, in recreation not directly involving the since the first conference on the subject was held consumption of the drink, also defines the motivation for in Australia (1998). This first conference focused on the enotourist. c The Authors, published by EDP Sciences. This is an Open Access article distributed under the terms of the Creative Commons Attribution License 4.0 (http://creativecommons.org/licenses/by/4.0/). BIO Web of Conferences 12, 03005 (2019) https://doi.org/10.1051/bioconf/20191203005 41st World Congress of Vine and Wine For a destination to be attractive to tourists, it analyze what has been produced in the world about wine is necessary to have the support and infrastructure to tourism. receive and provide expected services. Wine is considered Initially, 391 texts were found regarding the subject the central product of both the wine and the wine using the words “wine” and “tourism.” To refine the tourism industry. Some services are considered essential selection, the titles and summaries of the papers found for increasing benefit perception by tourists, such as were read. The reading process allowed the identification tasting, courses and lectures, customer service, wine clubs, of 20 articles that were relevant to this research. An Excel wine tours, as well as the attributes of wine and the file was used for the recording of the articles for their landscape [10]. analysis. After that, a full reading was done. In addition to the services considered basic, enotourism The analysis of the data was carried out from the data also offers complements as recreation and relaxation, bank generated in Excel, resulting in some tables and entertainment and events, as well as hospitality and charts for the presentation of the sample. other typical tourism services (such as lodging and transportation) [10]. 4. Results and analyses In this context, it is possible to perceive that the growth of the tourism is associated, to a large extent, to the sum In order to meet the proposed objective, this study gathered of the wine products to other tourist attractions and of articles published in the Web of Science database. The data diffusion [1]. Moreover, in the world scenario [11], states were published until December 2017, regarding the theme that the number of segments in the “old world” countries, of wine tourism. such as France, and in “new world” countries such as South Twenty articles were selected, which indicated some Africa was made possible by the combination of activities motivation on the part of winemakers to adopt the wine gastronomic tourism, ecotourism and rural tourism in wine tourism strategy. The selected articles are listed in Table 1. producing regions. Then, we wanted to know more about the selected As of the 1950s, with the technological and scientific sample. Therefore, a table was elaborated according to evolution, some European countries began to perceive each selected year, as well as the various sources and the the dimension of tourism and began to take advantage number of articles published by year (Table 2). of its cultural and infrastructural characteristics in the Wine tourism has grown continuously in the last search for greater competitiveness in the market. Tourism, 50 years, becoming one of the fastest growing economic therefore, has become one of the pillars of the international sectors in the world [13]. There is still, however, a debate scenario [9]. about its benefits for winemakers and the environment by Wine tourism development, therefore, requires not Hall (1996) apud [14]. only the infrastructure of grape growing but also additional The definition of wine tourism most cited in the articles services related to wine and other activities, sometimes not is that of Hall (1996) apud [14]: Wine tourism can be related as much. The enotourist looks for an experience defined as visits to vineyards, wineries, wine festivals that goes beyond the core offered by the wine industry; and wine shows where a tasting of grape wines and the enotouristic consumption expects to feel and perceive experiencing the attributes of a grape wine region are the the local culture, from other products, costumes, and main motivating factors for visitors. gastronomy. Also, wine tourists are also looking for On the other hand, the definition of [15]complements attracting destinations, in the landscape and climate, as the previous definition with other services and experiences, well as to obtain information [6]. These perceived items making it broader and more complete: Wine tourism is, demonstrate the magnitude of the wine tourism, the therefore, the offer of goods and services that are not only complexity of its services and the impact of its changes, associated with wineries and canteens, but also with all once it involves different sectors and activities to generate the businesses involved with wine and tourist activities, an experience that the tourist will consider valid. including the means of accommodation, transport, tours, If, on the one hand, there is the highest perception of tourist guides and drivers, gift vouchers and agreements, benefits related to the negative impact caused by tourism, among other services. From these analyses, it is possible on the other hand, since 1990 the negative impact has also to see all the involvement and commitment of the wine begun to be studied, including inhabitants of the regions tourism with the tourist enterprises in general.